Michelob Ultra, the premium light beer of the AB Inbev portfolio, in collaboration with the NBA, is changing the rules of the game with a campaign that transforms traditional exterior advertising into an experiential experience.
During the day, the mannequins in the windows recreate plays as if they were on the court. But at night, the scenario changes: the same mannequins are shown by sharing a Michelab Ultra beer, reflecting the perfect balance between a sports lifestyle and the reward of social coexistence, under the concept that “an active life also deserves to be enjoyed.”
The activation began in New York and extended to 26 stores in the US and after the success caused, it was already implemented in 7 countries, including Mexico, where the passion for basketball grows rapidly and the connection between Michelob Ultra and sport has generated a great cultural impact.
In Mexico, the brand presented the innovative activation in the NBA flagship store within the Oasis Coyoacán commercial square in Mexico City, in which the windows ceased to be static to become live ads.
“We wanted to redefine what ‘outdoor advertising’ means in a context where brands need to create memorable experiences, not just visual messages. This collaboration with the NBA allowed us to take the connection with fans to a new level, especially in Mexico, where this activation had a great reception,” said Mariana Cuellar, director of Premium brands in AB Inbev Mexico.
The campaign was developed by the creative agency We Believersrecognized for its innovative approach and connecting brands with culture from the purpose. In addition to generating conversation in social networks and media, the initiative opens the door to future hybrid activations between sport, retail and entertainment in key markets.
With this campaign, Michelob Ultra not only reinforces its position as the official NBA beer, but also as a brand that understands the new generations: active, social and in search of authentic experiences.
The NBA continues to expand in Mexican territory, since last April, it opened its second NBA Store In Tezontle Park, CDMX, providing fans the best of basketball.
